Apart from a brand-new mobile friendly and interactive website, which works hand-in-hand with SA Rugby’s already established social media channels, Accenture has also provided a custom-made CRM (customer relationship management) solution.

Microsoft South Africa, a global organisation that enables digital transformation for the era of an intelligent cloud and an intelligent edge, is also partnering with SA Rugby in the project as the official cloud partner.

Accenture's development process started with quantitative and qualitative research, which informed the user experience (UX) design guidelines and content strategy for the digital fan engagement platform.

To know what fans want, Fjord Design first needed to understand the fans themselves, and as such their team mined research data and identified multiple fan 'personas', which all have different content consumption, platform functionality and engagement preferences.

The platform development team focused on three critical elements to meet these requirements – the customer experience (CX), the engagement engine and cloud-based deployment.

To deliver a memorable and engaging CX, Accenture leveraged leading digital experience software. The result is a fully integrated and responsive platform that creates seamless, personalised digital fan experiences across SA Rugby's content, commerce and digital marketing initiatives in a manner that makes fans feel recognised and connected to the players and the game.

Click on the video below to see how all the puzzle pieces fit together!